Upping Its Game
Genesis as a luxury marquee spin-off for the Hyundai group is still relatively new. Despite that, the brand has taken its time to be properly considered and accepted by the market, and it is now inching closer to its main rivals in the realm of premium luxury mobility.
A key aspect of luxury motoring and ownership is the bespoke customization of the car itself, which is usually reserved for super high-end brands like Rolls-Royce, Bentley, or Maybach. Genesis has already done so with its ‘One of One’ program, and after a few years in some important markets is apparently heading to the U.S. very soon.
Genesis
Genesis U.S. To Get One of One
The program itself was first debuted in the luxury crazy market of the Middle East over three years ago, in 2023. According to the brand, the creation of One of One can be credited to 21 customers who egged the brand on to offer bespoke services for their cars. Eventually, the brand found a way to offer the service for the G90, G80, and GV80 in the region and has also now expanded to its home market of South Korea.
With sustained success so far, the One of One program aims to expand to other markets globally, the first of which is apparently the U.S. The information was revealed in a report by Carscoops, which was able to get a quote from Genesis Chief Creative Officer Luc Donckerwolke during the launch of the GV90. According to Donckerwolke, the U.S. implementation won’t be as simple as copy-pasting what exists in the Middle East and Korea, but he insists One of One will need to be tailor-fitted for the U.S. market depending on what customers want.
Genesis
Matter of Time?
The U.S. is a major luxury market for any brand, and the consideration of One of One to put up shop stateside is no surprise. However, there is no specific timeline as to when that will be just yet, or how extensive the program is going to be for Genesis’ future American buyers. It’s safe to assume that the One of One program will likely include the above-mentioned models, but could also add the new GV90; the automaker’s flagship SUV is ripe for bespoke treatment.
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